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Juan Manuel Osorio: "There is a kind of stagnation in wine production and consumption and an increase in marketing"

According to the assistant manager of the Wine Department at Instituto de Comercio Exterior (Export Institute) (ICEX) when speaking during the conference "International markets and tools to support internationalization"

10.05.2005 |

The assistant manager of the Wine Department of Instituto de Comercio Exterior (ICEX), Juan Manuel Osorio stated "there is a kind of stagnation in wine production and consumption and an increase in marketing" when speaking during the conference "the international markets and tools to support internationalization" which happened this afternoon and where Pedro Morejón, ICEX director in Castilla - La Mancha, Javier Vega, Director of the Instituto de Promoción Exterior de Castilla-La Mancha (Castilla - La Mancha External Promotion Institute) (IPEX) were also present.

Osorio outlined the worldwide wine market and asserted that competition is stronger than ever. "There is a great eruption of the New World markets and, if we want to be successful, we simply have to do it better than the others and there is no easy recipe" he stressed.

The director of the Wine Department made an analysis of the international market characteristics and, in this respect, he explained: there is stagnation at production level facing the promotion of countries from the New World.

He pointed out that there is only one French, two Spanish and two German brands considered as best in the world compared to 11 from the USA and four from Australia.

Osorio also talked about the evolution of the international market, changes which have taken place in the wine market and the wine industry, in distribution and demand; he mentioned the importance of branding and the strengths and weaknesses of the Spanish offer.

KEY TO SUCCESS: BE BRAVE

As for, Pedro Morejón he asserted "the key to success to sell a product abroad is to be brave". In this respect, he stated, "we have to start selling Spain". "More and more, companies need to have people who know about marketing. The success of a company is to sell wine well. Even countries which do not consume wine are getting ahead of us", he added.

Javier Vega talked about the IPEX, whose strategy is specialized human resources. "The idea is to ease the contact between professionals and the company needing human resources". Lastly, Vega stated, "FENAVIN has a strong international trait".